Lalitha Shukla
Marketing & Branding Professional
Dubai,UAE
Summary
Seasoned marketing & branding professional with experience in creating Go-to-Market strategies and innovative digital solutions for brands across EMEA & APAC regions. Strategic & innovative with a passion for driving brand awareness and product performance.
Overview
7
7
years of professional experience
5
5
years of post-secondary education
Work History
Digital Strategy Head
SOCIAL BEAT
06.2019 - Current
- Leading & strategizing digital marketing & GTM solutions for 30+ clients across verticals (Retail, FMCG, E-commerce, Education, Consumer Apps, BFSI & Healthcare), driving topline revenue of over INR 200 Crores
- Helped scale a leading E-commerce brand in India, Chumbak to 12x ROAS
- Built the digital identity for one of the top ed-tech brands in India – upGrad Campus across Google and Instagram to acquire 10k enrollments in Q1
- Built the customer acquisition strategy using Google's UAC to achieve over 10M downloads in the first quarter for Khatabook, a leading MSME startup app
- Strategized & executed digital performance & communication strategy for leading beverage brands under Tata Consumer Products Ltd. Spearheaded the strategy for Search, Display, Catalogue and Shopping campaigns
- Managed an experimental performance creative strategy for a leading ed-tech brand, Scaler Academy in India to drive over 40,000 leads. A/B tested multiple variables in the creatives used on Google, programmatic and Facebook channels to scale from 8000 leads a month to 56000 leads with no increase in CAC
- Developed the retention marketing strategy for a leading luxury personal care brand, Juicy Chemistry resulting in 5x repeat transactions during the Diwali Sale and the 7th Anniversary Sale
- Devised the communication strategy to acquire customers for WhiteHat Jr, a leading ed-tech brand bringing the cost per trial booking down by 50% in the first quarter. Spearheaded qualitative interviews with existing customers and prospects to garner insights that helped build the communication architecture for performance campaigns
- Strategized & executed the launch of Himalaya’s Whey Protein Brand – Quista PRO’s brand campaign ‘I’m fit & I like it’ with Tiger Shroff (a leading Bollywood celebrity)
- Helped build Quista PRO’s digital presence through a full-funnel marketing strategy & designed a growth plan for the brand to become India’s top 3 whey protein brands on Amazon with 2x ROAS within the first 8 months which was showcased in Social Samosa’s Campaign Yearbook 2020
- Strategized a platform-centric campaign on TikTok for Swiggy, a leading food-tech brand in India aimed at engaging with its delivery partners resulting in over 40M views in 7 days
- Performed in-depth competitor reviews to check competitor activities with ad placement, keyword use, placement bids and landing pages.
- Maximized strategic approaches by keeping close eye on performance and making appropriate adjustments.
Associate Group Account Manager
SOCIAL PANGA
10.2018 - 05.2019
- Operated as the lead point-of-contact for over 15 brands
- Developed Amazon Marketing Strategies for over 3M Command, Scotch Brite, On1y Foods – helped set up the brand store & drove amazon advertising campaigns generating over 3x ROAS over a span of 8 months
- Strategized & executed Employer Branding Strategy for a leading e-commerce brand, MYNTRA.COM
- Strategized & executed the overall social media strategy & digital campaigns for YULU Cycles – helped them launch a series of their EV vehicles in Bangalore & Pune
- Managed the website project development for TESCO India
- Developed and implemented performance improvement strategies and plans to promote continuous improvement.
- Proved successful working within tight deadlines and fast-paced atmosphere.
- Managed team of 13 employees, overseeing hiring, training, and professional growth of employees.
Sr. Social Media Manager
KRDS, MIDDLE EAST & INDIA
, INDIA
10.2017 - 09.2018
- Developed social media campaigns & content for leading national & global brands like Zee Entertainment, Educate Girls, Renault Trucks Middle East, OSRAM lighting solutions
- Devised & executed the social media & communication strategy for Renault Trucks Middle East – Handled two entities targeting their TG of fleet owners and truck drivers from MENA and helped increase the engagement rate of Facebook, Instagram & LinkedIn
- Devised the social media and content architecture for OSRAM Lighting Solutions Middle East
- Explored innovative content formats to drive more page visits & engagement eventually driving traffic to their website
- Strategized the social media launch of Hyatt’s property in China
- Developed & executed a nation-wide trending campaign on National Girl Child Day for Educate Girls, India – a prominent NGO
- Developed robust community building strategies for Singapore Airlines
- Played a key role in developing an AR game for HBO Singapore to amplify engagement for one of the leading series – Westworld
- Spearheaded new client acquisition projects in India, Singapore & the Middle East
Social Media Manager
SOCIAL BEAT
05.2014 - 06.2017
- Managed social media channels for over 10 brands from across verticals (Healthcare, Real estate, E-commerce, Education, BFSI)
- Developed & executed a robust performance marketing strategy on Google & Facebook for Planet Superheroes, an e-commerce apparel brand resulting in 3x ROI
- Spearheaded the social media strategy & content for a leading home healthcare brand resulting in 4x increase in the engagement on Facebook
- Generated leads for Nova Finance – a UK based company through performance marketing campaigns on Facebook & LinkedIn
- Managed a team of 3 social media specialists
- Analyzed and reported social media and online marketing campaign results.
- Developed marketing content such as blogs, promotional materials and advertisements for social media.
- Used Google Analytics to analyze conversion rates across multiple digital channels.
- Discussed SEO needs and optimized strategies for short- and long-term campaigns.
- Promoted successful outcome of web development strategy by aligning consistent brand messaging and visual designs across digital outlets.
- Identified target market and key segments through in-depth analysis of markets and related trends.
- Drove digital and enterprise collaboration across functional teams, focusing on delivery and continuous process improvement.
Education
MBA - Communication Management
06.2012 - 04.2014
B.COM - Corporate Secretaryship
06.2009 - 04.2012
Skills
Digital marketing
Performance marketing
Customer Relations
Data analysis
Leadership
Marketing & Branding
Accomplishments
-Nominated for Voot's India's Best Marketers 2021
-Nominated for Social Samosa's 30 under 30 marketing professionals 2020 Edition
Timeline
Digital Strategy Head - SOCIAL BEAT
06.2019 - Current
Associate Group Account Manager - SOCIAL PANGA
10.2018 - 05.2019
Sr. Social Media Manager - KRDS, MIDDLE EAST & INDIA
10.2017 - 09.2018
Social Media Manager - SOCIAL BEAT
05.2014 - 06.2017
Symbiosis International University - MBA, Communication Management
06.2012 - 04.2014
University of Madras - B.COM, Corporate Secretaryship
06.2009 - 04.2012